Month: April 2019

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Dissecting the Spotify Campaign

Spotify launched in India in February 2019 and they went contextual. Painting the entire country (digitally as well as on-ground) in neon green, their launch campaign was extremely hyper-local as well as contextual. With ’There’s a playlist for that’ campaign, it not only established the vastness of its music library, it also tapped into emotions and moments in which one needs music.

Cultural nuances change every few kilometers in India. Hyper-localization helps capture those beautifully. It means that the same music can mean something different for a person living in South Delhi vs West Delhi. 

Key take-aways

  • Using localization helps strike the chord directly
  • Neon colours attract attention as well indicate the technology meant for a younger audience
  • Hyper-localisation & contextual advertising showcases the range of playlists already available
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Non-Life Insurance saw a 13% rise in premium in FY 19

Health insurance

Are you insured?

IRDAI’s data indicates that in FY 18-19, non-life insurance firms reported their collective premium income as Rs. 1.70 lakh crore by March 2019. Amongst these were standalone health insurers who witnessed a 37% rise in insurance premiums as compared to FY 17-18. This, despite 80% of India still having no health insurance cover. In rural India, 86% of the population is not insured, and 82% of the urban population remains uninsured.

This is despite the Government’s health insurance scheme called ‘Rashtriya Swasthya Bima Yojna’.

In rural India, the cost of hospitalisation for households is about Rs 15000 on average and in towns about Rs 24,500. Therefore, about 9% of individual homes would need to spend more than the Rs 30,000 in a given year, and thus pay out of pocket. Growing healthcare costs are one of the reasons why people are investing in health insurance and are ready to pay higher premiums. However, what’s still worrying is that the individual number of health insurance seekers has not increased. In order to do so, the health insurance industry needs to reinvent itself by aligning itself to healthcare systems and increasing consumer education while also fighting the existing notions against insurance in India.

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Television is still not passé in the post-digital era

While OTT content consumption is growing, Television consumption is also growing in India. In a report, What India Watched in 2018, BARC India reported some interesting trends:

  1. Children between the age range of 2-14 account for 20% of total viewership.49% of this viewership comes from GECs, 25% from movie channels and 12% from kids channels
  2. 82% of India still watches TV together. While mobile phones have led to individual consumption of content, 193 Million Indian households have only one television set at home, resulting in co-viewing. This explains the high consumption of GEC and news by children
  3. Women contribute to 46% of news viewership overall with 1Billion impressions in 2018. The contribution goes upto almost 48-49% for Assamese, Telugu, Tamil and Malayalam news channels
  4. 21Billion impressions were recorded for viewership of dubbed movies.
Television viewing is not passe

TV viewing is still a thing

 

What does this report mean to us as marketers:

Television viewership is not dying any time soon. In our zeal to catch up with the OTT platforms and get access to directly measurable metrics on advertising spends, we should not forget a medium that still has  a huge viewership base, especially in regional languages.

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User Experience impacts your SEO ranking

There are more than 200 search ranking factors that form the algorithms of Google and Bing but they all point to one important mertic: user experience. Many marketers still believe that their search ranking is affected only by the optimization of content, relevancy score and updated title tags, meta tags etc. However, SEO ranking factors correlate with usability metrics, such as click-through rate (CTR), bounce rate and time on site.

While we all know that User Experience (UX) is made of 4 elements

  1. Values
  2. Usability
  3. Adoptability
  4. Desirability

we all fail to measure these with scientific precision. Google and Bing take into account the following metrics to measure the UX of your site:

User experience is not the same as user interface

What is user experience?

 

On your website:

  • Average time on site – how long do visitors spend on your site?
  • Bounce rate – the percentage of visitors who navigate away from your site after viewing just one page
  • Page views – the number of times a visitor views a page
  • Exit rate – the percentage of visitors who leave your site after viewing a specific page (they may have visited other pages before the one they are exiting from)

On Search Engine:

  • Pogosticking – where a user goes back and forth from the search results page and search results destination sites
  • Click-through rate – The ratio of the number of site visitors who clicked through from the SERP compared to the total number of users
  • Dwell time – the duration of time between the moment a user clicks on a search result and goes back to the search results page

As marketers, we need to start measuring these almost as rigorously as we monitor digital media spends, impressions and clicks to the website in order to rank higher and better organically.

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